Cricket, the mobile provider best known for its urban and youth-targeted commercials, Tuesday launched nationwide “talk and text” service through a new roaming agreement with Sprint and others that delivers unlimited calling for $30 a month.

That’s $10 a month cheaper than any other prepaid nationwide unlimited plan currently available in the United States.  Competitors MetroPCS, which owns its own network charges $40 a month for unlimited service, and TracFone Wireless’ Straight Talk, which uses Verizon Wireless’ network, costs $45 a month.

The other players in the prepaid market will have to match Cricket or face the consequences.

However, Cricket’s new calling plan and extended roaming service agreements do not include mobile broadband coverage.  Cricket provides that service through its own CDMA network providing a mix of 1X and 3G coverage, primarily in its home markets.

Cricket’s “talk and text” expansion means more than 125 U.S. cities can now sign up for Cricket service.  Most of those cities will actually depend on Sprint’s cell towers to place and receive calls.  Cricket subscribers also benefit from the expanded roaming capabilities the company now offers, although customers should verify coverage carefully before signing up.  Using a designated “roaming area” will set you back 25 cents per minute.

For customers choosing service plans of $40 or more, Cricket now offers unlimited international long distance calling to landlines in select cities and towns in more than 100 countries (including unlimited calls to landlines in Mexico) and unlimited text messages to Mexico for an additional $15 a month.

“We believe our nationwide coverage and enhanced service plan structure represents the highest value offer in the wireless marketplace,” said Al Moschner, executive vice president and chief operating officer for Cricket. “Cricket continues to deliver greater value by providing a diversified portfolio of products and payment options and now offers and supports those products everywhere our customers live, work and travel. Each of these new service plans positions the Cricket brand as the wireless leader in the unlimited, no-contract segment of the wireless industry.”

Existing Cricket customers need to contact customer service to switch rate plans if they wish to take advantage of “nationwide talk and text coverage.”  For most customers, there is no change in rates — just a change in their plan designation.

Cricket's new national coverage map (click to enlarge)

All new rate plans include nationwide talk coverage. Changes to previous rate plans are noted below:

Virgin Mobile’s Broadband2Go prepaid mobile broadband service is increasing usage allowances in hopes of attracting new customers at current prices.

The service, launched last June, has not been as successful as it could be, especially in markets where competitors like Cricket offer no-commitment wireless broadband for $40 a month for up to 5GB of usage, for a lower initial cost.

Sprint, which now owns the Virgin Mobile brand, isn’t lowering prices, but it is increasing usage allowances.

Before:

$10 buys you 100MB of access that expires 10 days after activation.
$20 buys you 250MB of access that expires 30 days after activation.
$40 buys you 600MB of access that expires 30 days after activation.
$60 buys you 1GB of access that expires 30 days after activation.

Now:

The high end Virgin Mobile plan now matches many postpaid plans for pricing and usage allowance, without a two year contract.  But it’s still priced $20 higher per month than Cricket.  ConnectedPlanet notes:

According to Virgin Mobile chief marketing officer Neil Lindsay, more than 70% of Virgin’s customers said they signed up for Broadband2Go because of the flexibility to change the plans as they needed more or less bandwidth and to pay only for what they needed. Virgin is targeting those cord cutters, such as students or families, who may be using the Broadband2go as a replacement for their at-home Internet service. Virgin’s own surveys indicate that this at-home group already includes 16% of its Broadband2Go customers. Of its user base, 30% also use the card more than four times per week, and 47% asked for additional data on their existing plans.

In turn, Leap Wireless, which owns Cricket, is hinting it may be looking at its own pricing and usage allowances to maintain competitiveness.  No specifics yet, but Leap’s 4th quarter earning results were hardly impressive, reporting a wider loss than Wall Street analysts expected, as competition and a weak economy helped erode profits.  The company does not plan to expand into new cities in 2010, but will offer nationwide coverage for existing customers with expanded roaming agreements.  Also on the way — smartphones from Blackberry and at least one Android phone.

Sprint, America’s third largest mobile phone and wireless company, has launched a marketing war on its bigger competitors AT&T and Verizon Wireless scoffing at both providers’ $69.99 “unlimited” calling plans.

“Recently AT&T and Verizon have attempted to confuse the marketplace by lowering their pricing to $69.99, but theirs are for calling only,” said Mike Goff, Sprint’s vice president of corporate marketing.

Sprint launched a new advertising campaign this morning featuring CEO Dan Hesse calling out both carriers for effectively confusing consumers.

Hesse explains most people use their cell phones for more than just making and receiving calls.  Hesse said his larger competitors charge substantially more to use data services, and that many of the latest handsets don’t qualify for the special pricing.

Both AT&T and Verizon Wireless have started to require consumers with so-called “smartphones” to sign up with a data plan, adding to the customer’s bill whether or not they actually use such services.  Sprint says their unlimited plan also bundles unlimited web browsing, texting, and GPS navigation for the same price — $69.99, available on any phone they sell.

Sprint has had its hands full trying to stem the ongoing loss of its customers to larger competitors.

AT&T has benefited from an exclusive sales agreement for Apple’s iPhone, while Verizon Wireless achieved the top spot among U.S. carriers for its perceived widest coverage area.  Sprint has neither, and historically poor customer service to boot.

Will Sprint’s new campaign make an impact?

Roger Entner, head of telecom research for the Nielsen Co., told Brandweek that AT&T and Verizon are in such a commanding position in the market right now that they are unlikely to respond to Sprint. “They have the luxury of being able to ignore [Sprint],” said Entner, who noted that both AT&T and Verizon added millions of new subscribers in the fourth quarter, many at Sprint’s expense.

Sprint has managed to at least slow customer defections.  In the last quarter of 2009, Sprint lost 148,000 subscribers.  The previous quarter, the company lost 545,000 customers.

[flv width=”640″ height=”378″]http://www.phillipdampier.com/video/Sprint Ad – Just Phone Calls 3-2-2010.flv[/flv]

Sprint CEO Dan Hesse explains why their $69.99 plan is “better” than the competition in this new advertisement.

Cox has a Facebook page devoted to asking customers what they think would be fair in wireless products and pricing.

The cable industry’s definition of “fair” doesn’t always seem to connect with average consumers, who too often discover what sounds like a good deal to the local cable company isn’t a good deal for them.  Despite the skepticism, Cox Communications thinks it has a deal for you… an “unbelievably fair deal” for consumers looking for wireless service.

Cox already has a website up and running, unbelievablyfair.com where Cox Cable customers can register with their e-mail address and get updates on service availability.  They also get a free OnDemand movie coupon.

If you’re wondering what Cox is up to, here’s the scoop.

Back in 2006, Cox and several other cable companies bid for and won several frequency blocks suitable to support wireless services.  Those frequencies, along with a partnership with Sprint Nextel, are expected to serve Cox’s entry into the wireless business.  Initially launching in Hampton Roads, Virginia, Omaha, Nebraska, and Orange County, California, Cox will use Sprint’s CDMA 3G network to support its wireless service at the outset.

The company hasn’t revealed exactly how “unbelievably fair” their pricing actually is, but based on the company’s advertising campaign, it’s a safe bet it will be free from the tricks, traps, and gotchas bigger players in the market stick to their customers.  Minute plans would likely provide “rollover” of unused minutes, if not kicking the minutes bucket right out of the equation with flat rate service.  Hidden extra fees and surcharges are also unlikely to be a part of Cox Wireless’ service plans.  That could ultimately mean a plan priced competitively with Boost Mobile or Tracfone Wireless’ Straight Talk.

Cox will eventually enhance Cox Wireless and provide it in other Cox Cable service areas, as well as building out its own wireless network.

“Our research found that value and transparency are very important to consumers when choosing a wireless service plan, but they are not finding these qualities in the wireless plans offered today,” said Stephen Bye, vice president of wireless. “Total loss of unused minutes as well as unforeseen overage charges on bills are just two examples of what our customers have told us is just unfair.”

Customers have been following Cox’s invitation to join in a discussion about wireless pricing fairness on the company’s Facebook page (click the logo above to access).  From a quick review of comments, customers want lower pricing, more bundled discounts, a better handset selection, better speed, and our personal favorite – no Internet Overcharging schemes like usage caps and limits on their data network.

Cox is rolling out a major marketing campaign to promote Cox Wireless, including advertising and discussions on company-produced programs airing on Cox Cable systems in the communities where service will arrive this spring.

[flv width=”640″ height=”500″]http://www.phillipdampier.com/video/Cox Wireless Advertising Campaign.flv[/flv]

Cox Wireless’ marketing campaign includes three ad spots and a website intro. (2 minutes)

[flv width=”480″ height=”380″]http://www.phillipdampier.com/video/Cox Connections 1-2010.flv[/flv]

Cox Cable in Hampton Roads, Virginia briefly mentions Cox Wireless in ‘Cox Connections,’ a company-produced program airing on Cox Cable.  (6 minutes)